The Alexander Wang H&M collection, perhaps the most talked about fashion event in London, may have sold out last month but it seems that was only the start of the designer's love affair with the capital. The designer plans to open his first European flagship store in London, with a new shop opening in Mayfair early next year.

Fans of Wang will be able to appreciate the high energy sportswear collection of this season, in which bright colours and stretch fabrics were worked into a range of silhouettes, marrying elegance and understatement to create clothes which epitomise the noughties.

Wang came to fame with a debut collection in 2004 and has since built a reputation as master of the off duty model look. Pre - empting the normcore buzz, Wang's designs operate in a time of their own, playing with structure and form, simultaneously reflecting and subverting the modern aesthetic. We love the new performance shell hooded parka in turquoise, a great way to brighten up an otherwise monochrome winter wardrobe.

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Wang's World

WWD: Why did Alexander Wang connect so passionately and specifically with a particular customer?

A.W.: In the beginning, there was no one around me that could say, “Do it this way” or “You should talk to this person.” It was really based on instinct and gut, and the reason that I wanted to launch my own line is because I felt like there was an audience and there were people I related to who couldn’t find certain things. It was a very organic start-up, and we made a lot of mistakes and there were a lot of obstacles, but it was definitely a learning process that I wouldn’t be here today if I didn’t go through. But again, it all comes down to connecting with who I felt was my customer and my audience. WWD: Who is that?A.W.: Essentially, the idea of the Alexander Wang brand really lies in this unprecious outlook of looking at items or things that you want to wear — it’s a bit ironic, and there’s humor and there’s wit and experimentation, but it lies in the reference of everyday items. Things that people love to wear on an everyday basis. It’s a T-shirt, it’s a jean, it’s a sweatshirt, but really exploited and made into these very fantastical things and objects and finding beauty in them.